Branding, addiction and legal infringement are explored when artist/designer Ari Saal Forman mashes-up the lively Newport cigarette brand into a cool Nike-like sneaker. An “alive with pleasure” moment that “legally never happened”, is presented with before and after accounts.

[ USA, Documentary Short, 2009 - TRT 17 minutes ]

WAR STORY:

This film “doesn’t exist”… sort of.

Designer Ari was legally prevented from talking about his colorful experiment soon into the production. Thus, a story from a person who “can’t talk about it” created a challenge, and a ripe opportunity to structure a clever story.

BIO:

John Carluccio is a Brooklyn based filmmaker whose work documents unique pockets of urban society. Twenty of his films ran nationally on CURRENT TV . He has shot for MSG, MTV, BET and TLC. His work earned him an Emmy Nomination in 2010. Presently, Carluccio creates original programing as The Head of Development at Dubspot Music School. More about Carluccio.

In 2006, Nike filled an order to “cease and desist,” asking that Ari no longer produce the sneaker. Newport filled a larger suit requesting that Ari destroy the newport-like products. As part of the Newport agreement Ari can not promote, profit and discuss his sneaker project.